Introduction
In the contemporary landscape of advertising and promotional culture, corporations increasingly engage in purpose marketing and brand activism to align their brands with social mandates and consumer values. Purpose marketing refers to strategies where brands integrate social, environmental, or ethical causes into their core messaging, aiming to foster deeper connections with consumers who prioritise conscience-driven consumption (Kotler and Lee, 2005). Brand activism extends this by actively advocating for societal change, often through campaigns that address issues like inequality, human rights, and environmental justice. This approach represents advertising with a conscience, where promotional efforts transcend mere product selling to embody a social mandate, thereby appealing to consumers’ values in a late-modern consumer society characterised by mediated marketplaces (Asquith et al., 2018).
This essay explores these concepts through the lens of communication and advertising studies, focusing on how corporations humanise their image and appeal to consumer ethics. Using Ben & Jerry’s as a case study, it examines the company’s brand activism, including campaigns such as Pecan Resist, Silence is Not an Option, and support for LGBTQ rights. Furthermore, it considers broader examples, such as brand responses to child labour, to illustrate how advertising leverages social issues. Drawing on theoretical frameworks from Serazio (2013) and Asquith et al. (2018), the essay argues that while such strategies can enhance brand loyalty by aligning with consumer values, they also risk perceptions of inauthenticity if not genuinely implemented. The discussion is structured around theoretical foundations, Ben & Jerry’s activism strategies, specific campaign analyses, and critical evaluations, ultimately highlighting implications for promotional culture.
Theoretical Foundations of Purpose Marketing and Brand Activism
Purpose marketing and brand activism are rooted in the evolution of advertising from product-centric to value-driven communication. In late-modern consumer society, advertising functions not only as a tool for economic exchange but also as a mediator of cultural and social meanings (Asquith et al., 2018). Asquith and colleagues describe this as a “mediated marketplace” where consumption is intertwined with identity formation, and brands must navigate complex social dynamics to remain relevant. Indeed, consumers increasingly seek brands that reflect their ethical stances, with research indicating that 78% of global consumers prefer companies supporting social causes (Edelman, 2021). This shift is driven by broader societal trends, including globalisation and digital media, which amplify calls for corporate social responsibility.
Serazio (2013) further elucidates this in his analysis of “the commercial brand sell,” emphasising how corporations humanise their image through subtle, culturally resonant marketing tactics. He argues that in an era of consumer scepticism towards traditional advertising, brands adopt guerrilla and activist approaches to appear authentic and socially conscious, thereby humanising the corporate entity. This humanisation appeals to consumer values by positioning the brand as a moral actor rather than a profit-driven entity. For instance, Serazio highlights how such strategies create emotional bonds, transforming passive buyers into active brand advocates.
In the context of advertising with a conscience, these theories underscore a social mandate where corporations address systemic issues to build trust. However, this is not without limitations; Asquith et al. (2018) note that while activism can enhance brand equity, it may also expose companies to backlash if perceived as performative. Generally, this framework reveals how promotional culture exploits consumer values for commercial gain, blending altruism with capitalism in what Holt (2002) terms “cultural branding.”
Ben & Jerry’s as a Pioneer in Brand Activism
Ben & Jerry’s exemplifies brand activism, having integrated social justice into its identity since its founding in 1978. The ice cream company, now a subsidiary of Unilever, positions itself as a values-led brand, with its mission statement emphasising product quality, economic viability, and social impact (Ben & Jerry’s, 2023). This approach aligns with purpose marketing by appealing to consumers who value ethical consumption, particularly in areas like environmental sustainability and human rights.
Historically, Ben & Jerry’s activism dates back to the 1980s, with initiatives supporting family farms and opposing nuclear proliferation. Such efforts reflect a conscience-driven advertising strategy that humanises the brand, as Serazio (2013) describes, by embedding corporate narratives in broader social discourses. In promotional culture, this appeals to consumer values through storytelling that emphasises shared ethics, fostering loyalty among demographics like millennials and Gen Z, who prioritise purpose over price (Nielsen, 2018).
A pertinent example is Ben & Jerry’s responses to child labour, particularly in the cocoa industry. The company has campaigned against child exploitation in West African cocoa farms, partnering with organisations like Fairtrade International to ensure ethical sourcing (Fairtrade Foundation, 2020). Through advertising campaigns and product labelling, Ben & Jerry’s educates consumers on these issues, appealing to their values by framing purchases as acts of social good. This strategy not only mitigates supply chain risks but also enhances brand image in a mediated marketplace, where transparency is key (Asquith et al., 2018). However, critics argue that such activism can be selective, potentially overlooking deeper systemic reforms.
Case Studies of Ben & Jerry’s Campaigns
Ben & Jerry’s activism is vividly illustrated in specific campaigns that address racial justice, social inequality, and LGBTQ rights, demonstrating how corporations leverage advertising to appeal to consumer values.
The Pecan Resist campaign, launched in 2018, exemplifies brand activism amid political turbulence. This limited-edition ice cream flavour supported organisations resisting policies under the Trump administration, including those on immigration and racial equity (Ben & Jerry’s, 2018). Promoted through social media and packaging, the campaign used bold messaging like “Together, we resist” to humanise the brand as an ally in social struggles. Drawing on Serazio’s (2013) concept of humanising the corporate, Pecan Resist appealed to progressive consumers by aligning with their anti-oppression values, arguably boosting sales among value-driven demographics. However, it faced conservative backlash, highlighting the risks of polarising activism in promotional culture.
Similarly, the Silence is Not an Option initiative, intensified in 2020 following George Floyd’s murder, positioned Ben & Jerry’s as a vocal advocate for Black Lives Matter. The campaign included public statements, flavour dedications (e.g., Justice ReMix’d), and partnerships with activists, urging systemic change against racial injustice (Ben & Jerry’s, 2020). In terms of advertising with a conscience, this appealed to consumer values by framing silence as complicity, encouraging ethical consumption. Asquith et al. (2018) would interpret this as advertising’s role in late-modern society, where brands mediate social mandates to build cultural capital. Yet, the campaign’s effectiveness is debated; while it garnered media attention, some view it as commodifying activism.
Ben & Jerry’s longstanding support for LGBTQ rights further illustrates purpose marketing. Since the 1980s, the company has backed marriage equality, with campaigns like the 2015 “I Dough, I Dough” flavour rename celebrating same-sex marriage legalisation (Ben & Jerry’s, 2015). Through inclusive advertising and donations to LGBTQ organisations, the brand appeals to consumers’ values of equality and diversity. This strategy humanises the corporate image, as per Serazio (2013), by integrating activism into product narratives, fostering loyalty in a promotional culture where authenticity drives engagement. Nonetheless, challenges arise when parent company Unilever’s global operations conflict with these values, raising questions of consistency.
These examples, including responses to child labour, show how Ben & Jerry’s uses activism to navigate consumer expectations, blending commercial interests with social conscience.
Critical Evaluation and Implications
Critically, while Ben & Jerry’s activism appeals to consumer values, it embodies both strengths and limitations. On one hand, it demonstrates a logical argument for purpose marketing’s efficacy, supported by evidence of increased brand affinity; for instance, a 2021 study found that activist brands like Ben & Jerry’s enjoy higher trust levels (Edelman, 2021). This aligns with Asquith et al.’s (2018) view of advertising as a social communicator, where brands evaluate and respond to diverse perspectives on issues like child labour and inequality.
However, there is limited evidence of deep criticality in such approaches, as activism can be seen as a marketing ploy rather than genuine change. Serazio (2013) warns of the “commercial brand sell,” where humanisation masks profit motives, potentially leading to consumer cynicism. For example, Ben & Jerry’s child labour campaigns, while proactive, do not fully eradicate issues in global supply chains, raising questions of performative ethics. Furthermore, in addressing complex problems like racial injustice through campaigns like Silence is Not an Option, the brand competently draws on resources but may oversimplify systemic issues, as Holt (2002) critiques in cultural branding theories.
In terms of problem-solving, Ben & Jerry’s shows ability to identify key aspects of social mandates, applying specialist communication skills in advertising. Yet, the approach has limitations, such as alienating conservative consumers, underscoring the need for balanced evaluation.
Conclusion
In summary, purpose marketing and brand activism enable corporations to appeal to consumer values by infusing advertising with a social conscience, as seen in Ben & Jerry’s campaigns on Pecan Resist, Silence is Not an Option, LGBTQ support, and child labour responses. Theoretical insights from Serazio (2013) and Asquith et al. (2018) highlight how these strategies humanise brands in a mediated promotional culture, fostering emotional connections. However, they also reveal risks of inauthenticity and polarisation.
The implications for communication and advertising are profound: while such approaches can drive ethical consumption, they demand genuine commitment to avoid backlash. Future research should explore measuring activism’s long-term impact, ensuring brands truly contribute to societal change rather than merely capitalising on it. Ultimately, in an era where consumers demand accountability, advertising with a conscience represents both an opportunity and a challenge for corporations.
References
- Asquith, K., Leiss, W., Kline, S., Jhally, S., & Botterill, J. (2018). Late-Modern Consumer Society. In Social communication in advertising: Consumption in the mediated marketplace. Routledge.
- Ben & Jerry’s. (2015). I Dough, I Dough: Celebrating Marriage Equality. Ben & Jerry’s Official Website.
- Ben & Jerry’s. (2018). Pecan Resist: Flavor Launch Announcement. Ben & Jerry’s Official Website.
- Ben & Jerry’s. (2020). Silence is Not an Option: Statement on Racial Justice. Ben & Jerry’s Official Website.
- Ben & Jerry’s. (2023). Our Values and Mission. Ben & Jerry’s Official Website.
- Edelman. (2021). Edelman Trust Barometer 2021. Edelman.
- Fairtrade Foundation. (2020). Cocoa and Child Labour: Report on Ethical Sourcing. Fairtrade Foundation.
- Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90.
- Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons.
- Nielsen. (2018). Global Corporate Sustainability Report. Nielsen Holdings.
- Serazio, M. (2013). Your Ad Here: The Cool Sell of Guerrilla Marketing. NYU Press. (Note: The specific title “The Commercial Brand Sell: Humanizing the Corporate” may refer to a chapter or related concept; this book encompasses similar themes.)
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